Senior Public Relations Campaign Fall 2013

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Executive Summary
Forgotten Voices, a Christian nonprofit, shares the love of Jesus Christ by providing local churches in southern Africa with funds to meet physical and spiritual needs of children orphaned by A !S" Forgotten Voices recently launched a rebrand of its innovative orphan care strategy, which #uietly partners with the local churches in $imbabwe and $ambia who are able to respond appropriately to the specific needs of their community" Forgotten Voices empowers children orphaned by A !S and their communities by% &' Strengthening the wor( of pastors and local churches through education, leadership, and financial support )' Committing to pro*ects sustained through local resources +' Engaging Forgotten Voices, partners to participate in the organi-ation.s mission through service, prayer support and financial investments /' 0roviding hope and encouragement to communities, pastors and partners to provide an expanded vision of the possibilities for ministry 1o help achieve its goals, Forgotten Voices recruited 2essiah College,s Senior 0ublic 3elations Campaign team to assist in its recent rebranding effort" 1he team collaborated with Forgotten Voices to research and develop materials and strategies to implement the rebrand launch"

3esearch Findings and 3ebrand Efforts

1o gain a better understanding of Forgotten Voices, goals and potential audiences, the team conducted research on similar nonprofit organi-ations and their rebranding strategies to get distribute information" 1he team then developed a plan to launch the rebrand using both traditional and social media" After the team presented the plan to Forgotten Voices and discussed options, the organi-ation determined that its limited human resources would not allow for
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effective plan implementation" nstead, the 03 Campaign team reformulated its initial proposal, deciding to serve as Forgotten Voices, media relations and social media coordinators for the month of 4ovember" 5or(ing in sub6teams, we accomplished the following% !eveloped and distributed a traditional media (it to pitch the rebranding story to local news, regional news 78oston6area', and national Christian media outlets 9sed social media including 1witter, Faceboo(, 0interest, and nstagram 7newly created page' to promote launch of the new brand 0repared recommendations for Forgotten Voices, future relationships with media outlets and use of social media Although, due to our revised role, the 03 Campaign team was not able to fully carry out our original plan for research on Forgotten Voices, target investor audience, we were able to employ *udgment sampling by conducting a series of interviews with (ey thought leaders" 3esults provided insights for Forgotten Voices, future strategies and communication with current and potential investors"

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:riginal 0roposal
Introduction
Forgotten Voices, a Christian nonprofit, shares the love of Jesus Christ by providing local churches in southern Africa with funds to meet physical and spiritual needs of children orphaned by A !S" Forgotten Voices strives to empower children orphaned by A !S and their communities by% Strengthening the wor( of pastors and local churches through education, leadership development and financial support Committing to scalable pro*ects sustained through local resources Engaging Forgotten Voices partners to participate in the organi-ation.s mission through service, prayer support and financial contributions 0roviding hope and encouragement to local communities, pastors and partners to provide an expanded vision of the possibilities for ministry Every single day in $imbabwe and $ambia more children are orphaned than three *umbo *ets filled to capacity" 5hile the number of orphans in Africa grows exponentially, so does something else ; the Christian Church" n the last &<< years the number of Christians has grown from = million to >/< million ; the Church is everywhere in Africa" Although the African church has changed, the way American churches partner with the African church has not" FV strives to innovate orphan care by silently partnering with the local churches who are able to respond appropriately"

Situational Analysis
1his year, Forgotten Voices has re#uested the assistance of students of 2essiah College.s 0ublic 3elations Campaign course to% 1) 3esearch, plan and implement a roll6out of Forgotten Voices, recent rebranding effort

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2) 3esearch and develop a strategic campaign plan to engage and expand Forgotten Voices, target investors% late career and early retirement individuals and couples with greater investment potential 1he )<&+ 03 Campaign team will use researched strategies in public relations, mar(eting and traditional?social media to create an efficient and effective rebranding roll6out" 1he team will also facilitate research strategies such as focus groups, surveys, interviews, to better understand those with the potential to deeply invest in Forgotten Voices, ultimately to expand the current donor base" Finally, based on that research, the team will develop strategies and materials to engage new, higher level investors"

0art :ne% 3ebrand @aunch

Objective% 1o help Forgotten Voices transition through its rebranding process via researching other organi-ations. effective promotional messages regarding brand launches and examining multi6 platform communication initiatives to reach Forgotten Voices, target publics"

Strategy One: 3esearch, evaluate and analy-e similar nonprofit organi-ations, rebranding launches Tactics: &" dentify effective branding communication practices by other similar nonprofit organi-ations 5orld Vision C93E nternational Compassion nternational 1wo Seconds or @ess
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 A:0E nternational 4939 nternational

Strategy Two: 3esearch previous brand launches and pro*ects by Forgotten Voices to better understand how Forgotten Voices arrived at the current rebranding process

Tactics: &" nterview 3yan and other Forgotten Voices personnel to understand previous launches or pro*ects related to the current rebranding process

Strategy Three: !evelop strategies for an effective rebrand launch Tactics: 1. !evelop visual and brand identity guidelines 2. 1arget Forgotten Voices, current donor base, use electronic and social media to promote launch of the new brand Faceboo( 1witter 2ain webpage Boutube? nstagram?0interest
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 Email blast 3. 3esearch potential media outlets 7local, regional, national and international traditional news media and bloggers' for rebrand launch 4. !evelop and distribute media (it to pitch rebranding story to identified news media and bloggers 4ews release?social media release Fact sheet 8ac(grounder nfographic 8iographies of (ey players 79"S" and Africa' 0ast foundation and grant support list 0itch email letter and?or phone script 0hotographs 1imeline% Final materials ready to launch by early to mid6:ctober 8udget% 18!

0art 1wo% 1arget !onors

Objective:

1o expand the investor pool of Forgotten Voices by raising awareness to late career and early retirement individuals and couples with greater investment potential

Strategy One:
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dentify individuals in their late career and early retirement with greater investment potential" Tactics: 1. dentify potential prospect research software programs 2. 9tili-e current programs used by Forgotten Voices 3. dentify and research organi-ations currently engaging Forgotten Voices, target investor mar(et 4. 3esearch targeted demographic.s income level and giving capacity through research articles and parents of 2essiah seniors

Strategy Two: !evelop a communication plan to engage targeted investors Tactics: 1. Conduct secondary research to analy-e other nonprofits. investor relations materials 5orld Vision, Compassion nternational, C93E international 2. 3esearch potential investors. preferred contact methods @etters, focus groups, surveys, phone calls, interviews

Strategy Three: !evelop communication strategies and materials to cultivate potential investor relationships and support through sharing Forgotten Voices, mission
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Tactics: 1. !evelop investor prospect (it 7drawing partially

from materials in rebrand launch media (it' Case Statement?0roposal Fact sheet 8ac(grounder nfographic 7based on Forgotten Voices, three insights highlighted in the organi-ational video' 8iographies of (ey players 79"S" and Africa' 0ast foundation and grant support list 0ast investors, testimonials 1ransparent description?chart of investment allocations 2. 3. !evelopment representative script or tal(ing points !etermine presentation medium 0rinted materials, flip chart boo(, i0ad, other

8udget% 18!

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Schedule
Date Task

September )/ September )/ :ctober C

0roposal presented and approved with edits 3ebrand research initiated 3ebrand research finali-edD rebrand launch plans, strategies, initial drafts of materials developed 7based on research findings' and shared with Forgotten Voices team 1arget investor research initiated 2essiah team receives edits?approval for rebrand launch plans strategies and materials drafts 2essiah team delivers drafts of primary research survey #uestions?interview or focus group protocols to Forgotten Voices team 3ebrand launch edits and materials finali-ed and delivered to Forgotten VoicesD target donor research continued 2essiah team receives edits?approvals of primary research survey #uestions?interview or focus group protocols from Forgotten Voices team Forgotten Voices officially launches rebrandD various efforts rolled out and sustained as specified by launch plans and strategies 1arget investor research continues 1arget investor research finali-edD target investor communication plan finali-edD research and plan presented to Forgotten Voices team 73yan away'D materials development?drafting begins 2essiah team receives approval for target investor communication plan 2essiah team delivers initial draft of all target investor communication materials to Forgotten Voices team 2essiah team receives edits?approvals of all target investor communication materials 2essiah team begins finali-ing all target investor communication materials and preparing final report 2essiah team presents final report, delivers final target investor materials to Forgotten Voices team

:ctober C :ctober &/

:ctober ))

:ctober )+ :ctober )= 4ovember &)

4ovember &/ 4ovember )E !ecember + !ecember > !ecember &E 72'

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:rgani-ation 3ebranding 3esearch

n order to identify successful branding communication practices by other similar nonprofit organi-ations, the 03 Campaign team conducted research of rebrand launches of six organi-ations" 1hese organi-ations included 5orld Vision, C93E nternational, 1wo Seconds or @ess, Compassion nternational, Aope nternational, and 4939 nternational" 1he team created various #uestions in order to effectively understand how these organi-ations successfully rebranded for their individual organi-ations and causes" 1he following information summari-es findings and suggests best practice ideas gleaned from the research"

5orld Vision
F5orld Vision nternational is a Christian humanitarian organi-ation dedicated to wor(ing with children, families, and their communities worldwide to reach their full potential by tac(ling the causes of poverty and in*ustice"G 5V wor(s in approximately &<< countries and partners with children to help them transform their communities and brea( the cycle of poverty" 5V provides food and shelter for children in orphanages through child sponsorship" How do you distinguish yourselves from other non-profit organizations with similar missions? n )<<E, 5orld Vision refined its strategy as a development organi-ation% 0rinciple @evel Choices" 1his refinement emphasi-ed the need to focus on addressing the causes of poverty over relieving the symptoms of poverty" 5orld Vision has expectations that part of good aid is operating an effective, efficient supply chain, starting from a needs assessment, planning, procurement, all the way through to implementations, end6use reporting, and monitoring and evaluation" :ne way is through community involvement 6 @EA0 7@earning through Evaluation and 0lanning'% every +6> years" 5V assesses and evaluates the success of the original community improvement plan and ad*ustments are made if necessary"
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Another way is through ntegration and connection 6 5V addresses the root causes of poverty and in*ustice in a community and designs integrated programs that address every piece of the pu--le 6 ex% f children aren,t attending school, then 5V finds out why" Some reasons may include they have to wal( a long ways to get water, they don,t have money for uniforms, they don,t have food to eat and can,t concentrate, they might not have supplies, or they might have to wor( because their parents can,t earn enough to support their family" ho is your target audience? H &CI year old men and women hat mediums do you use to reach out to your audience? H Social media% Faceboo(, 1witter, Bou1ube, online blog, email H 1raditional media% child sponsorship updates, newsletters !id you use specific visuals? Specific wording in your slogans"tag lines? H F8uilding a better world for childrenG H orange, white, grey H F0rogress to end povertyG H preventable child deaths decreased H impacting communities H child sponsorship Have you ever re-branded? At this time a rebrand was not determined"

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C93E nternational
C93E is a networ( of charitable hospitals and surgical programs that delivers life changing medical care and the good news of Jod.s love to children and families with treatable conditions in third6world?developing countries" hat mediums did they use to launch rebrand? C93E launched a rebrand effort in August )<&<" t was a complicated rebranding effort and has been transformational for the organi-ation" 5hen director of mar(eting Joel 5orrall *oined the team, they were running their website on the domain FAelpC93Enow"org,G but they moved to the new domain FC93E"orgG in efforts to start building on and honing the word Fcure"G 1he rebrand was heavily driven by technology and not much traditional media was used" C93E didn,t have a huge mar(eting budget" A lot of it revolved around social media and blogging platforms" Some print advertising was usedD however, the team didn,t thin( it was an effective use of funds" hat visuals did they use# tagline$ logo$ etc% for rebrand? H Similar color palettes H 3edesigned the logo to loo( beautiful but similar enough that people would still be able to associate the new logo with the old one H 1agline% F!isabled" solated" 4ow healed through your giftKG How do they distinguish themselves from other similar nonprofits? C93E uses the feel of what they produce to communicate" F5e,re the only people who do what we do" 5e don,t sponsor children, we provide surgeries for people who need it" t,s about an intensely focused process of what we do" 5e,ve really tried to pac( in visual representation to communicate the idea of children healing, and a developing world" 1hat is the focus of our branding and overall aesthetic"G
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How long did it ta&e for rebrand to be effective? C93E conducted its rebrand within &) months, launching in August )<&<" 8y that same time the next year they were winning awards and garnering a lot of attention" ho is the target audience? C93E is currently going through a concept right now through personas, more of a profile of people, not a demographic" 1hese would include% H 0eople who are church goers, but not necessarily whole churches H 0eople who are digital pioneers, who are interested in innovative and interesting stories on the internet H 0eople who have (ids in the 5est that have been treated for conditions similar to those C93E is treating in developing world countries H 0eople who are immigrants from developing world cultures" Ex% f you spent time growing up in Lenya or living in a Lenyan community, similar interest H Christian parents interested in conveying values to their (ids through real time experience

1wo Seconds or @ess

1he organi-ation,s main ob*ective is to provide a sustainable approach to the hunger problem and malnourished children in Africa" 1he company plants gardens near schools and communities" t also teaches the people the importance of nutrition and how to maintain the gardens" @ove is a main component of the companyD it wants to ma(e the orphaned children feel loved" 2embers of the organi-ation spend time with the orphaned children and they teach them farming techni#ues through hands on education" Empowerment and sustainability are (ey words the company uses and believes will put an end to world hunger" 1heir goal is to teach children

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how to feed themselves for a lifetime" 5ith the use of agricultural techni#ues the company plants nutritional gardens planning to end poverty and hunger" How do you distinguish yourselves from other non-profit organizations with similar missions? )S:@ focuses on its desire to be different" A ma*or difference between )S:@ and other nonprofits is where their funding goes" 1he founders decided to start )S:@ with the promise that &<<M of all donations go directly to the mission and not towards funding any salaries or paying for stamps" 1he age of the team is also a distinguishing factor" 1hey don,t have fancy titles, or paychec(s, or degrees and training" 1hey have a passion to carry out their mission, and proving every day that that,s all it ta(es" 1hey learn by doing" F5e,re literally *ust a bunch of (ids that want to show the love that Christ first showed us"G ho is your target audience? H )S:@ appeals to the younger high school?college crowd because of age and modern Floo(G as far as branding goes H Spea(ing events are in front of an older crowd hat mediums did you use to reach out to your audience? H 8log 7!o not post very often' H 5ebsite H 1witter 74ot very active' H Faceboo( 7Very active' H Bou1ube videos to show our supporters our wor( in $imbabwe" H 1o date, we have not ta(en full advantage of our website, newsletters, or radio?1V" C H Currently searching for someone interested in *oining the team to help us with these things
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How did you determine what your materials should loo& li&e? 5e determine what our materials will loo( li(e based on the nature of the pro*ect" Everything involved with each pro*ect varies and has the ability to portray our missionD it.s important to pay attention to the details and ad*ust accordingly to maintain a strong message with consistent visual #uality" 5e try to use a very modern, fun, young loo( to mimic the personalities of the group" Have you ever re-branded? A rebrand was conducted in April )<&+"1he overall process too( a couple months for the designs and styles to be effective due to phasing out the old style and gaining exposure to the new aesthetic"

Compassion nternational
Founded in &=>), Compassion nternational exists as a Christian child advocacy ministry that releases children from spiritual, economic, social and physical poverty and enables them to become responsible, fulfilled Christian adults" How do you distinguish yourselves from other non-profit organizations with similar missions? Compassion nternational has a commitment to Jesus Christ, children, churches, and integrity" ho is your target audience? Compassion has defined its target audience as mainly female, with an average age of +C, married with children, above average household income and active churchgoers" Critical to establishing Compassion,s identity is the connection to evangelical Christian beliefs" hat mediums do you use to reach out to your audience? H Bouth conferences and church gatherings

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H 0eople who are already involved and who are already sponsoring children H Snail6mail% 8illing, letters to child, new opportunities to promote Compassion nternational H E6mail% not often used" 9se pledge reminders, host events, sponsor news H 5ebsite as a source of information How did you determine what your materials should loo& li&e? H 1hey use blue to represent sympathy" H Consistency with branding with tagline% 3eleasing children from poverty in Jesus, name" Have you ever re-branded? A rebrand was conducted with various challenges having to be con#uered" Some of those challenges included the difficulty of ma(ing child sponsorship attractive, as well as the high volume of child sponsorship agencies that have arisen over the years"

A:0E nternational
A:0E was founded in &==N by Jeff 3utt, a @ancaster, 0ennsylvania6based homebuilder" Following the fall of the Soviet 9nion, 2r" 3utt traveled to 9(raine numerous times as a member of a church delegation, transporting containers of food, clothing, and medical supplies to the city of $aporo-hye" After several of these visits, a local pastor pulled Jeff aside and told him honestly that the shipments were not helping" nstead of handouts, the pastor felt that his community needed a hand up" 2r" 3utt returned from the trip with a strong drive to find a solution" Ae plunged into research and eventually discovered the concept of micro6finance 7providing small loans and savings services to entrepreneurs in developing countries', then a little6(nown poverty alleviation strategy" Ae applied this tool with great success in 9(raine" A:0E nternational was borne of
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this effort" As 2r" 3utt and A:0E.s staff and board reali-ed the enormous impact they could have on the poor through micro6finance, they expanded to other countries" How do you distinguish yourselves from other non-profit organizations with similar missions? 1here is a different spirit at A:0E through the use of the 0ASS :4 Acronym, which includes% H 0rayerOpraying daily as a staff H AllegianceObeing devoted to the mission 7being a staff member who was called to wor( here' H ServiceOpromoting services to other staff members, donors, and ambassadors for A:0E 7F5ill 5ash FeetG initiative'" >><,<<< clients and donors support the ministry and A:0E spea(s to these people as they would a friend to create Fmutually beneficial relationships that lastG H StewardshipObeing transparent to donors H nnovationOfinding new ways to live out A:0E,s mission even as a small organi-ation H :ptimismOadvertising will never display a sob story, but an empowering story H 4urturingOloving others daily 1his organi-ation,s internal public relations practices affect its external public relations philosophy" All advertisements have an optimistic view" A:0E positions the people they serve as capable rather than incapable" 1hey recogni-e the challenges but do not show the Fsad picturesG that invo(e tears" nstead, they highlight the positives and how to empower these people to tac(le poverty in their circumstance" A:0E tries to demonstrate humility in everything they do and ma(es that clear in all materials and donor presentations" ho is your target audience? H Aigh6end donors and professional businessmen mostly ages />6E> H College age students who will potentially become advocates for the cause and continue to

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advocate until their late +<s6/<s" 71his group spreads the message better than the large donors"' hat mediums do you use to reach out to your audience? H Staff members are trained to use heavy 5ord of 2outh 7using words such as FmicrofinanceG to those high6end donors'" H 2aterials are personali-ed by donor and what that donor is passionate about" H Videos H Social media H print materials 7brochures, mailers' H 5ebsite H Annual reports, and events around the country H 1he A:0E 3ising 1ool 6 a tool (it for ambassadors that was recently launched on social media" How did you determine what your materials should loo& li&e? A:0E conducts surveys to see what donors and ambassadors want out of A:0E and what they want to see" A:0E,s strategy is purely internal 7no outside sources' and it deems #uality over #uantity" 1here are + people on design team, > writers, ) event an outside group can really (now the organi-ation" !id you use specific visuals? Specific wording in your slogans"tag lines? H 9ncharity Campaign P way of reversing the process" F5e don,t need to give, we need to help :1AE3S learn how to use their own s(ills to give"G specialists who wor( on this process as A:0E feels owning the process ma(es it easier, rather than trusting that

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H @ots of maga-ine materials" Example tagline% FJac#ueline is worth more than your charityG and FAndai has dreams charity can,t fulfillG H 1he F+ 2,sG ; mission, method, and motivation Have you ever re-branded? A:0E conducted a heavy rebrand within the first year that Levin began wor(ing in )<<C" A:0E changed its mission, values, and overall attributes very #uic(ly" Levin had to revamp the main webpage, add new social media outlets and create new print materials" 1he whole process happened rapidly, which Levin noted is very typical for non6profits" A:0E started the rebrand in 2arch and by September )<<C the brand boo(?logo was put into place" A:0E focused heavily on the 9"S" mar(et in terms of implementing the rebrand and now the staff is starting to loo( at how they brand themselves across the world to other clients"

4939 nternational
4uru nternational was founded by CE: Ja(e Aarriman, who attended the 9"S" 4aval Academy and served over N years in the 9"S" 2arine Corps as a 0lattoon Commander in both the nfantry and a Special :perations unit called Force 3econ" Ja(e led 2arines in four operational deployments throughout Southwest Asia?2iddle East, Africa, and Southeast Asia, including two combat tours in ra# during the ra# 5ar" Ae was awarded the 8ron-e Star for actions in combat during his second tour in ra#" Aarriman.s experiences in combat compelled him to believe that extreme poverty was a contributing factor to global terrorism" Aarriman left his career in the 2arine Corps and enrolled at Stanford 9niversity,s Jraduate School of 8usiness to start an organi-ation that would fight terrorism by ending extreme poverty" 4uru nternational began operations in )<<C" How do you distinguish yourselves from other non-profit organizations with similar missions? After analy-ing the successes and failures of the past >< years of international development, 4uru recogni-ed that giving handouts to address ongoing needs promotes an
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unwanted culture of dependency" Also, 4uru identified that people living in remote, rural areas have extremely limited access to existing (nowledge, mar(ets, and programs offered by other 4J:s" 5ith these insights, 4uru has chosen to partner with smallholder farmers who live in remote, rural areas in order to achieve a uni#ue and meaningful impact in the global fight against extreme poverty" 4uru wor(s in these communities to cultivate local leaders who are able to deliver holistic, proven interventions" 1hese local leaders ensure that their neighbors and communities are able to lift themselves out of extreme povertyOforever" ho is your target audience? 4uru has targeted >,>+> farmers and their families for an agriculture loan program hat mediums do you use to reach out to your audience? H Aandouts How did you determine what your materials should loo& li&e? 1he 4939 2odel !id you use specific visuals? Specific wording in your slogans"tag lines? Visually strong annual reports" Have you ever re-branded? n )<&) 4939 launched two new programs that enabled them to build a fully functional 4J: that can staff, finance, manage and scale itself without dependence on external resources"

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3ecommendations
8ased upon the compiled research above, our team has created best practices that may aid Forgotten Voices in its rebranding efforts" &" Capitali-e on what ma(es your organi-ation different ; 5hen communicating with your public, the most efficient way to connect with donors is by telling them how you are innovating orphan care through the local church in Africa" 4o other organi-ation wor(s exactly li(e you do" )" 2ediums are important in reaching an audience ; Although using various communication tools and strategies is important, you want to ma(e sure that as an organi-ation you are using those mediums to the best of your ability" As Forgotten Voices moves forward, resourcing a more consistent strategy 7including, for example, at least one staff member trained in all aspects of communication, from traditional to social' will become necessary to sustain communication efforts" 5e recommend this happen sooner rather than later" +" Specific visuals and taglines are important ; As an organi-ation you want to instill order and consistency throughout your brand" Forgotten Voices. rebrand messages and accompanying visual icons are aesthetically attractive, concise and powerful, and should continue to be used with consistency to strengthen brand and mission" /" 3ebranding ta(es time ; 5hen you launch the rebrand, it may ta(e a few months for designs and styles to be effective and the public to become accustomed with FV,s new loo("

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Social 2edia Audit

1o better understand Forgotten Voices. presence in the social media realm, the 03 Campaign 1eam reviewed the organi-ation,s current social media practices on the following sites% Faceboo(, 1witter, Bou1ube and 0interest" :ur team also loo(ed at the social media practices of 4939 nternational, C93E nternational and ) Seconds or @ess to gain insight about which strategies do and do not wor( for other nonprofit organi-ations" :ur research concluded that for its rebrand launch, Forgotten Voices should focus its social media efforts on Faceboo(, 1witter, 0interest and nstagram" 8est practices and example posts for each of these social media platforms can be found below"

Strategies% Social 2edia 8est 0ractice

'aceboo& &" 5hen posting on Faceboo(, ma(e sure that the information in each post is concise, clear and interesting" )" 0osting pictures is a great way to promote events and engage donorsD however, ma(e sure that your photos are high #uality resolution and include informative captions" +" 5hen updating cover photos and profile pictures, si-e photos to the correct dimensions" 1his adds professionalism to the page as a whole" Twitter &" 0ictures are worth more than &/< characters a" don,t forget to add a 1witter picture and lin( to nstagram

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i" 9se tinyurl"com to create small lin(s to other sitesD this will save more characters for retweets )" f you want to 31 7retweet', add your own comment as well a" As(ing for 31,s is o(ay, but be careful not to overdo it +" 1witter 7li(e social media' is all about conversationOencourage input a" @et your website visitors?email subscribers (eep the conversation going by providing visible F1weet 1hisG options b" Engage people about a broad range of issues relevant to your mission, not *ust singular focus /" QAashtags are essential Qto most tweets Qbut too many Qma(e Qtweets Qunreadable, especially to Qnewbies a" 2aximum of three hashtags per tweet >" !on,t follow bac( everyone who tweets at youOloo(s desperate E" 1weet more than once a day, but don,t overdo it" 3emember the story of Joldiloc(s% 4ot too much, not too littleO*ust right (nstagram 7allow access to staff with smart phone for better coverage' &" 1ell your mission visually a" 2ix personal and professional aspects of brand b" Jo off topic once in awhileD not every single post needs to include the mission )" Follow other accounts a" 1a(e note of supporters, investors, volunteers to see what influences them and what they li(e to post +" 8uild awareness with hashtags a" !on,t repeat hashtags too often b" 2aximum of + hashtags per post c" Examples% Q nnovating:rphanCare
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Q2iles:fSmiles Q4on0rofits Q1han(ful1hursday QFundraising Q nsta@ove Q0hoto:f1he!ay QAowJreat s:urJod Q4oFilter 7for photos without edits' Q4ature QJlobalAwareness /" 0hotography techni#ues a" 1hin( outside the boxOloo( for unusual angles and uni#ue perspectives b" !ifferent lighting or use filters c" Shots of nature, scenery, close ups on faces all translate into li(es and comments d" !on,t forget about details" :ccasionally ta(e close up shots e" Avoid using head6on, professionally6posed and clearly staged photos >" Connect the social media dots a" @in( nstagram posts to Faceboo( and 1witter E" nclude investors and community a" Q1han(ful1hursday to than( new investors for their gifts or volunteers for their time b" Feature investors 7with their permission'% who they are, why they support Forgotten Voices, etc" c" 0ost details from parties, events and conferences )interest &" 0hoto #uality is (ey )" 1iming a" 8est times to pin% ) p"m"6 / p"m" and C p"m" to & a"m" ES1 b" 8est days to pin% 5ednesday and Saturday
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+" 2ost popular types of pins% infographics, how6to pins, pins that drive curiosity, emotionally engaging pins, and memes /" Leep the text underneath pins as short, sweet and snappy as possible >" 9se hashtags as you would on other social platformsD max of three hashtags E" 0interest is all about inspiration" 1he $imbabwe and $ambia boards do a good *ob inspiring people with photos of Africa N" Add a F>( Costume ContestG board C" 0interest is great for referral trafficD ma(e sure there are pins leading people bac( to the Forgotten Voices website"

8oard Cleanup
Forgotten Voices 0ro*ect 0artners board% Jood board" 5hen adding pins, (eep in mind the photo #uality and try to limit the text a little more" $imbabwe R $ambia boards% Jreat boardsD good insight to some of the (ey places Forgotten Voices serves" 5hen adding pins, (eep in mind the photo #uality and try to limit the text a little more" Voices for :rphans board% 1he purpose of the board is unclear and can be deleted unless the focus of the board is narrowed and made clearer" Just for fun board% 1his board can stay because it shows personality" Leeping pins related to either Christianity and?or Africa, li(e most current pins, will (eep followers from getting too confused" Vacation 8ible School 7V8S' board% 1he purpose of the board is unclear and can be deleted unless the focus of the board is narrowed and made clearer" Forgotten Voices Events board% Jood board, continue to update"

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Jreat Advice board% 1his board should be deleted because it has too many pins that are greatly irrelevant to FV,s mission 7Fhow to shave your legs with baby oilG and Fhow to get rid of fruit fliesG are examples of extraneous pins found on the board'"

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1raditional 2edia 3ebrand @aunch

1o promote Forgotten Voices, rebrand launch and create greater awareness about the organi-ation as a whole, our team created, edited, and distributed tailored media (its for each outlet" Components included a news release, social media release, bac(grounder, fact sheet, sponsorships R honors, biographies of (ey players, infographic, and email pitch letter 7see Appendix A'" Created and formatted primarily for print media use, the (it components could also be adapted for radio and television" 1he social media release is intended for media access through Forgotten Voices, website, specifically in the online newsroom section" 1he team also created a media database 7see Appendix 8' based on local, national Christian, and 8oston6area media outlets provided by Forgotten Voices" 1he team then pitched Forgotten Voices, story to these print media by emailing the media (it to the following print media outlets on 4ov" C, )<&+" Local News Outlets

Central 0enn 8usiness Journal !illsburg 8anner Evening Sun 7Aanover' Jettysburg 1imes @ancaster 4ewspapers 1he 4ews6Sun?0erry County 1imes 0atriot 4ews 0axton Aerald Carlisle Sentinel 1he Sun 7Aummelstown' 9pper !auphin Sentinel Shippensburg 4ews Chronicle 5aynesboro 3ecord Aerald

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Bor( !aily 3ecord Bor( !ispatch

*hristian +agazines and )ublications

Fuller Seminary% Field 4otes 3elevant 2aga-ine Christianity 1oday 5orld 2aga-ine Chronicle of 0hilanthropy

,oston -rea .ews Outlets and )ublications

Aarvard 2aga-ine Aarvard ALS electronic newsletter or maga-ine 8oston Jlobe 8oston Aerald 8roc(ton Enterprise

After initial distribution of the media (its, team members then followed up on the launch by contacting all media outlets three6five days later" :nly one news outlet, the Shippensburg 4ews Chronicle, expressed some interest in a story" Aowever, despite several follow6ups, no further plans materiali-ed"

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Analysis, 4ewsworthiness, and 3ecommendations

.ewsworthiness !espite Forgotten Voices, strong message of innovating orphan care, for some reason the media chose not to pursue stories at this time" As the team evaluated the traditional media launch, it became clear that we could attribute at least some of the lac( of media response to the limited FnewsworthinessG of the story" 1o provide insight, we will ma(e some recommendations for future traditional media pitches with regard to newsworthiness, hoping that Forgotten Voices will be able to expand its reach" &" Timing For a variety of reasons, the traditional media (it had to launch later than the actual re6branding launch" 71he new website with the rebrand was launched well before the traditional media launch" 1o avoid further delay, the social media launch occurred prior to the traditional media launch, while final media (it pieces received further edits"' Although it,s difficult to (now whether the traditional media outlets were aware of this, timeliness is still a newsworthy factor that may have played into gaining more coverage" n the future, we recommend that Forgotten Voices interacts with media outlets in a timely manner to benefit the organi-ation" )" Significance - 1he number of people affected in the story also determines newsworthinessD the greater the significance or conse#uence in terms of numbers, the more newsworthy a story may be deemed" Although the 03 Campaign team emphasi-ed Forgotten Voices, statistics about the large number of children orphaned in southern Africa daily, it could be that the news media outlets did not see this as significant enough for their particular audiences" Forgotten Voices, future media outreach efforts should attempt to strengthen significance for both orphans in Africa and those supporting efforts here in the 9nited States" +" Proximity - Stories that happen geographically closer to a media outlet,s audience members tend to interest them more" For stories covering faraway news, reporters often
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try to find a Flocal angleG to increase audience connection and interest" 4ewspapers may not have covered the rebrand launch because they didn,t see this Flocal angle"G 1he team tailored the 8oston media (it with 3yan Leith,s Aarvard connections as well as Forgotten Voices, home base for local newspapers, but perhaps an even stronger local angle will strengthen newsworthiness in the future" /" Prominence 5ell6(nown organi-ations are more li(ely to garner media coverage" :bviously, Forgotten Voices is (nown to certain media outlets but not at all to others" As organi-ation awareness grows, media may be more li(ely to cover stories from Forgotten Voices" 0erhaps the 03 Campaign team,s efforts with this round of media contacts Fplanted seedsG for future pitches" >" Human Interest Although the team understands that Forgotten Voices is ta(ing a different trac( in its communication with large donors, media outlets are still very interested in covering stories where human connections are (ey" For both traditional media and social media efforts, highlighting stories about specific children and the impact Forgotten Voices, behind6the6scenes efforts has on their lives will li(ely attract more media attention" 0utting faces with the cause will ma(e stories more relatable to the audience and will prompt greater empathy and response" At least with media outlets, Forgotten Voices should continue to promote the positive change stories it has focused on in the past while continuing to highlight its innovative approach to orphan care"

/ecommendations for 0ocal +edia Outlets &" Conduct Demographic Research ; 9sing #uantitative 7surveys' and #ualitative 7focus groups, interviews' research as well as basic environmental scanning, Forgotten Voices can learn more about the demographics and interests of its local target audiences" Each media outlet covers a culturally uni#ue area, so understanding each outlet,s audience demographics will li(ely result in more targeted pitching 7see Q)'" Lnowing Forgotten Voices, limited human resources,

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the 03 Campaign team recommends using an intern who has training in these areas to accomplish these sorts of tas(s" )" Tailor Stories ; 8ased on research results, Forgotten Voices should tailor its story ideas and target them to the most appropriate media outlets for the best chance of story coverage"

+" Culti ate !edia Relationships ; Cultivate strong, mutually beneficial relationships between these media outlets and Forgotten Voices" Forgotten Voices, leadership 7or a designated media relations representative from the organi-ation' should ma(e appointments with and meet (ey reporters from local news media outlets" 1his representative would provide them with a media (it and offer to serve as a resource for stories related to Forgotten Voices, area of expertise 7i"e", orphan care, A !S orphans, orphans in Africa, e#uipping local churches' ; even stories not directly related to Forgotten Voices" Establish these relationships as soon as possible and be proactive in maintaining them"

/" Conduct !edia "utlet Research ; Finally, as part of the relationship cultivation, Forgotten Voices should also do more in6depth research on each media outlet, adding to the database increased information about reporters, preferred method of contact, preferred formatting of information and story pitches, types of stories covered by specific media outlets, and the li(e" Each outlet may operate differently, so media pitches, story ideas, and information must be tailored individually for the greatest potential response" /ecommendations for ,oston +edia Outlets &" Capitali#e on $%ocal &ngle' ; Although the 8oston media (it pieces did attempt to add a Flocal angle,G this could be strengthened" Forgotten Voices, story angles

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for the 8oston area could capitali-e even more on 3yan Leith, since his 8oston roots may be what initially spar(s interest in Forgotten Voices, wor(" )" Culti ate !edia Relationships ; Forgotten Voices should also continue to cultivate relationships with 8oston6area media" 3yan ma(es fre#uent trips to the 8oston areaD perhaps on one of his trips he could ma(e appointments to meet (ey reporters or editors and share the media (it with them" 5hen they ma(e the Flocal connectionG of 3yan,s roots and Aarvard degree, they may be more interested in covering a story" +" Continue !edia Research ; Finally, as with the local media recommendations, Forgotten Voices should also do more in6depth research on each media outlet and note that in the media database for future reference"

/ecommendations for .ational *hristian +agazines and )ublications &" Research !aga#ine(Pu)lication *ormat and &udience Demographics 2edia :utlets tend to publish stories by sections within each issue" Sometimes publications even publish specifically themed issues throughout the year" 3esearch each publication carefully to discover the specifics of desired stories" 7Again, this could be performed by a trained intern"'

Ex"% :f the publications included in the database, *hristianity Today is the largest Christian publication, with both online and print editions" 1his type of maga-ine accepts a larger variety of stories when compared with, for example, /elevant +agazine, which targets young adults"

)" Targeted Pitching 5hen considering pitching story ideas, Forgotten Voices should first become familiar with stories in the specific sections of the targeted publication" Similar to newspapers, these publications may have sections ranging from arts and entertainment to world issues to opinion6based stories" 8e certain to
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target the appropriate section and section editor with each Forgotten Voices story pitched" +" Research Su)mission Re+uirements ; 3esearch each publication,s re#uirements for submissions and submit according to those guidelines" n addition, some publications have associated fees for uploading, late articles, etc" 8e sure to note all of this information in the media database" 7Again, this could be performed by a trained intern"' ,logs Forgotten Voices already has a regular blog, which receives good feedbac( from its readers" Aowever, the organi-ation should consider pitching some of its blog topics 7past, present, and future' to nationally (nown bloggers or publications for greater reach" Enlist an intern,s help to identify specific blogs as well as online venues 7i"e", Auff0ost' for potential pitching, and follow6up by pitching a blog idea" n many cases, Forgotten Voices will be able to ta(e an existing blog post and edit or tailor it for re6posting in a larger, more recogni-ed online venue" :nce Forgotten Voices is published initially in a well6(nown venue, it will increase the chances of future publication in that venue as well as others" ,eyond )rint and Online riting

Forgotten Voices also has a uni#ue opportunity to tell its stories through other media outlets" For example, radio tal( shows and television morning or noontime shows are often loo(ing for guests to spea( briefly and answer #uestions on topics of interest to listeners?viewers" Jaining exposure for Forgotten Voices, innovative approaches to orphan care through local media outlets will create greater awareness and interestD it may also attract the attention of larger 7regional or national' media shows, which will help to spread increased organi-ational awareness" Finally, Forgotten Voices should consider researching presentation and application re#uirements for 1ed 1al(s" 1his past year, 1ed 1al(s announced its one billionth viewer" n fact,
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more than &"> million people view 1ed 1al(s daily" Jiven 3yan Leith,s uni#ue ability to tell Forgotten Voices, story and his contagious passion for the cause, he may be a prime candidate for a 1ed spea(er" Forgotten Voices should research this possibility 7http%??www"ted"com?pages?spea(ingatted'" Although it will ta(e time and effort, the pay6off in terms of awareness and reach may help Forgotten Voices find its Ftipping point"G

1valuation of Traditional +edia /elations 9pon garnering media exposure and story placements, Forgotten Voices should carefully trac( the impact on the organi-ation and its cause" 1his may be achieved through several important steps, and much of it may be delegated to a trained intern" &" For every story placed, trac( story coverage by noting news media outlet, date of article or broadcast, and story summary including coverage tone 7positive, neutral, negative'" Also note reporter covering the story for future reference" :ver time, Forgotten Voices will begin to note patterns and story types that appeal to various reporters and specific media outlets" 9se this information to inform future media decisions" )" !uring the wee( and the month following any story placement, trac( website hits and social media traffic" 4ote correlations between any increases in traffic coinciding with and immediately following dates of story publication or airing" Further increase reach through posting lin(s to the stories on social media and the website" +" After a period of increased media coverage, consider measuring impact of that coverage on target audiences" 1his may be done through surveys, focus groups, interviews, etc", similar to the initial demographic research conducted" nclude #uestions that measure increased audience awareness, (nowledge of Forgotten Voices and its approach to orphan care, and interest in learning more about or supporting the organi-ation" /" !uring prolonged campaigns, Forgotten Voices should conduct mid6campaign measurement and evaluation as well so that the campaign may be ad*usted if it is not achieving the desired outcome"
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Social 2edia 3ebrand Strategy

!riginal Strateg" Proposal# 3ebrand @aunch !ay% Slated for :ctober )/
'aceboo& 2orning 7immediately following website launch'% S4ew ideas, new brand, new websiteK 2a(e sure to chec( out our new loo( and let us (now what you thin(" 7lin( to new home page'S Twitter 2orning 7immediately following website launch'% F t,s hereK @et us (now what you thin( of our brand new website" 7insert new website lin( with tinyurl"com ' Q4ew deas Q4ew@oo(G Early Afternoon% F5e are *ust a little excited about our new website""" 7lin( to nstagram picture'G (nstagram 8etween posts Sub*ect7s'% Forgotten Voices office staff Action% At computer with new website on screen, excited facial expression, hands raised 1echni#ue% 1a(en from behind at /> degree angle, side of faces with focus on screen Caption% F1hrilled by the new loo(T So are weK 7lin( to new home page'G Aashtags% Q5eb!esign Q nnovating:rphanCare QForgottenVoices )interest ) p"m" Create a board called F:ur 2odel"G 0in the following picture from your website,s F:ur StoryG page"
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5ee( :ne% Custom 0lansO:ctober )/, )<&+ ; :ctober +<, )<&+

'aceboo& FAow does Forgotten Voices help orphans in needT At Forgotten Voices we select and e#uip local pastors with the tools to create custom plans that meet their community.s orphan care needs" Each custom plan creates a uni#ue partnership to fill specific voids in orphan communities" @earn more about these partnerships 7lin( to 0artnership page'KG Twitter Example tweet% F:ne si-e doesn,t fit all" :ur custom plans are designed to fit the uni#ue needs of local churches in Africa 7lin( to new About 9s page'"G 1weet topics% H Success stories of custom plans H !ifferent areas of need in African churches 7water, clothes, etc"' H Aow the church is already providing, but needs more funding H 9pcoming >L, @ VE 15EE1 during the >L 7without getting too annoying'
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(nstagram Sub*ect7s'% 3yan Leith or FV staff member interacting with local pastor and orphans Action% candid 7tal(ing, playing, laughing etc"' 1echni#ue% Any angle, no direct eye contact with camera lens Caption% FEvery orphan has a uni#ue story" 5e want to provide customs plans for each child, and with your help we can" Chec( out our website for more info 7lin( to new Jet nvolved page'"G Aashtags% Q8e1heChange Q nnovating:rphanCare QForgottenVoices nstagram topics% 0osts should include% H 0hotos of different local pastors and orphans H Aspects of custom plans H !etails of what investors, money provides 7food, water, school supplies, clothing, etc"' H Several photos from >L 7before, during and after' )interest C p"m" Add to F:ur 2odelG board" 0in the following picture from your website,s F:ur 2odelG page"

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0in topics% H Following pins for the wee( should consist of photos of the different areas of orphan care that ma(e up the custom plans 7water, education, etc"' H 0ins of real6life custom plan examples

5ee( 1wo% Uuiet nvestmentsO:ctober +&, )<&+ ; 4ovember E, )<&+

'aceboo& F5henever possible children and caregivers who benefit from our investments don.t (now about Forgotten Voices" 1heir ongoing relationship is with the local church in their community, not us" 5ant to see how churches have benefited from these investmentsT Clic( here"G

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Twitter Example tweet% FQShhh, we (eep our investments on the down low" @earn more about our #uiet investments to churches in Africa on our new website 7lin( to 0ro*ect 0rofiles page'"G 1weet topics% H nfographic about how #uiet investments wor( H Aighlight (ey investors H 1han( (ey investors (nstagram Sub*ect7s'% 0hoto of orphans Action% @aughing?smiling 1echni#ue% Side or upward angle 7provide triumphant appearance' Caption% FBour investments are #uiet but the results are loud" 1a(e a loo( at all of the churches you are empowering 7lin( to new 0ro*ect 0rofiles page'"G Aashtags% Q2iles:fSmiles QForgottenVoices nstagram topics% nclude details of what a #uiet investment loo(s li(e 7investors, chec(s, etc"' )interest C p"m" Add to F:ur 2odelG board" 0in the following picture from your website,s F:ur 2odelG page"

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0in topics% H Following pins for the wee( should consist of pictures that further explain how #uiet investments wor(" Examples% H Articles or blogs that tal( about how communities need to be able to support themselves financially 7not *ust be given money' H An infographic describing the process H 0icture of a #uote from 3yan Leith that lin(s bac( to the F:ur 2odelG webpage

5ee( 1hree% Sustainable ncomeO4ovember N, )<&+ ; 4ovember &+, )<&+

'aceboo& FForgotten Voices wor(s with churches to identify and evaluate income generation plans" After review of needs, an initial investment is given to launch specific custom plans" 1hese investments enable church orphan care ministries to produce income and fund custom plans without any outside aid" 5ant to be a part of funding these sustainable plansT @earn more about donating here"G

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Twitter Example tweet% F1ruly ending the Q:rphanCrisis comes from being independent of outside aid" @et,s ma(e it happen" QForgottenVoices 7lin( to new !onation page'G 1weet topics% H Success stories of churches who have become independent of outside aid H 0hotos and tweets about how Africa is competent (nstagram Sub*ect7s'% Crops?Agriculture Action% n?a 1echni#ue% !etailed, tight?full bleed photo Caption% F5e want sustainable results" nvesting in Forgotten Voices means ma(ing a lasting change in the orphan crisis 7lin( to new !onation page'" F Aashtags% QJrowth QEmpowerment Q nnovating:rphanCare nstagram topics% H Show Africa and how circumstances are improving H Aighlight success stories in churches 7provide photo and brief #uote from pastor' H 1ell investor stories H Explain how to donate?get involved )interest C p"m" Add to F:ur 2odelG board" 0in the following picture from your website,s F:ur 2odelG page"

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0in topics% H 0ins for the wee( should consist of success stories of communities that have become independent of outside aid

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Social Media 8rand $aunch

Actual 3ebrand @aunch !ay% 4ovember /
1he social media sub6team reviewed Forgotten Voices, already established social media platforms and strategies, striving to expand the organi-ation,s reach to a wider general audience as well as the target audience of potential donors" Adding to Forgotten Voices three existing social media platforms 7Faceboo(, 1witter, and 0interest', our team created an additional outlet for the organi-ation,s use, nstagram" For the past month, our team operated as Forgotten Voices, social media coordinators, promoting the new website and rebrand launch" 8elow are sample posts, recorded stats, and best practices for Forgotten Voices to use as future guidelines" Instagram Statistics E posts )) followers / li(es 7average' Sample )osts 1he most6li(ed post 7left' addresses the existence of the children in Africa and the authenticity of the cause" 1he caption reads,
F@oo( at these precious children" Bour investments may be #uiet but the results are undeniable" Visit ForgottenVoices"org to learn more about our innovative, three point model Q:rphanCrisis QForgottenVoicesG

0lacing a face with the cause enables people to resonate more deeply with Forgotten Voices and proves the orphans really to exist"

0osts do not always need to incorporate children,s faces" 1he photo to the left is a good example of this" 1he caption reads,
F5e want sustainable results" nvesting in Forgotten Voices means ma(ing a lasting difference in the orphan crisis QJrowth QEmpowerment Q nnovating:rphanCareG

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Sometimes an e#ually effective way to reach people is simply using an interesting photo and stating the organi-ation,s cause"

/ecommendations As Forgotten Voices moves forward with the nstagram we suggest using it primarily while 3yan Leith or other staff members are in Africa" nstagram provides a great platform for non6profits to raise awareness of their cause but Forgotten Voices, without an abundance of high6#uality photos, currently lac(s the necessary edge for success in such an outlet" 5hile the nstagram page provides a way to raise awareness on a new platform, reaching new publics, lac( of #uality photos prevents the creation of an effective page" 3ather than Forgotten Voices trying to find photos to post each wee(, the team suggest posts be made in real time during trips to Africa, around the holidays, during times of abundant giving or fundraising events 7li(e the Forgotten >L and :ne62ile 2osey'" Forgotten Voices may want to consider ta(ing an intern or professional photographer on some of the trips to Africa to capture images for use on nstagram as well as on other social media platforms and even the website or print publications" 1his should be an ongoing pro*ect" 3emember that nstagram revolves around the photographs, not the text" 1ext is important, but it will not be read if it,s not attached to a #uality photograph" *ace)ook Statistics &,C>< page Fli(esG at start ),<)& page Fli(esG at finish C posts Successful time range% C a"m" and / p"m" Average reach range% )<<6/<< people Engagement range% /N6)&& people 1otal comments on rebrand posts% ) Aighest number of li(es on single post% C

Sample )osts

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1uesday, &&?&/?&+ ; FAaven,t seen our new websiteT Jo chec( it outKG http%??www"forgottenvoice"org? Saturday, &&?&C?&+ ; F@ove 1witterT So do weK Follow us to stay up to date on what we have been doing latelyKG Friday, &&?)/?&+ ; F1han(sgiving is *ust around the cornerK Chec( out our new website and see what we are than(ful forKG http%??www"forgottenvoices"org?

/ecommendations Capitali-e on what ma(es Forgotten Voices distinctive" 5hen communicating with publics, the most effective way to connect with donors is by fre#uently telling them how Forgotten Voices is innovating orphan care through the local church in Africa" 4o other organi-ation wor(s exactly li(e Forgotten Voices does" @in(ing 1witter and Faceboo( will allow followers to see posts on both social websites as well as allow them to follow Forgotten Voices on both platforms" Aowever, the posts on each platform should not be exactly the same" Leep the distinctive styles most appropriate to each platform" Specific, #uality visuals and brand taglines are important" As an organi-ation, Forgotten Voices wants to ensure order and consistency throughout the new brand"

T,itter Statistics &+ 1weets &) 3etweets + Favorites /< new followers

Sample Tweets + 3etweets, ) Favorites o 2onday, &&?</?&+, )%&+ p"m" ; 5e,re really excited about our new websiteK Chec( it out" http%??www"forgottenvoices"org Q4ew deas Q4ew@oo( ) 3etweets

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o 5ednesday, &&?<E?&+, )%>) p"m" 6 0ictures are worth a thousand wordsK Find us posting pictures on our new nstagram" http%??instagram"com?forgottenvoicesinternational V QFVon J QSayCheese & 3etweet, & Favorite o 2onday, &&?&&?&+, /%+& p"m" 6 :ne si-e doesn,t fit allK :ur custom plans are designed to fit the uni#ue needs of local churches in Africa" http%??www"forgottenvoices"org?our6model?

/ecommendations 0rovide lin(s to the Forgotten Voices website in most tweets" 9sing tiny 93@s can save space if needed" 1weet images 7twitpics'D lin( to nstagram" Capitali-e on what,s wor(ing" W3yan Leith is more favorable to Forgotten Voices, followers R supporters and receives more interaction than Forgotten Voices, handle" 0ost tweets pertaining to personal anecdotes about people who wor( for Forgotten Voices, stories of children supported by Forgotten Voices, behind6the6scenes efforts, and stories of Forgotten Voices, impact in $ambia and $imbabwe" 0ost tweets that include lin(s to blog posts" 0ost early afternoon 7&)6+ p"m"', in the first half of the wee( 72onday61hursday'"

Pinterest Statistics Created a board entitled F:ur 2odelG N pins &NE people following the board < repins < li(es Sample )osts 4o pins were repinned or li(ed" /ecommendations Add a 0interest icon to the list of social media platforms on the Forgotten Voices website 0romote 0interest on Forgotten Voices, other social networ(s

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9se high6#uality photos

Conclusion and "ngoing - aluation Lnowing Forgotten Voices, limited human resources, the 03 Campaign team recommends enlisting the assistance of a trained intern to serve as the organi-ation,s social media consultant" 1his intern would be responsible for FregularG posts as well as for continuing to integrate rebrand launch posts for the next six months" Following are recommendations for continued social media use specific to the rebrand launch"

&" Forgotten Voices should continue to integrate its rebrand on social media" 3ebranding ta(es timeD it may ta(e a few months for designs and styles to be effective and for targeted publics to become accustomed to Forgotten Voices, new loo(" 1hrough posts and tweets, encourage target audiences to loo( at the new designs so that they develop brand recognition" )" 1he Forgotten Voices website should include icons to all its social media platforms, including nstagram and 0interest" 9sing social media analytics tools widely available 7some through the internet, others through the social media platforms themselves', continue to carefully trac( new followers, increased reach, and which types of posts attract the most interest or prompt shares, retweets, or repins" 3esults of this ongoing evaluation should inform ongoing social media strategy and implementation"

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nterview Analysis 3esearch

n order to discover how to best communicate with the target investor publics, the 03 Campaign team employed *udgment sampling by interviewing (ey thought leaders provided to us by 3yan Leith, 0resident of Forgotten Voices" After receiving the contact information, the team communicated via phone and?or email to schedule interviews" nterviews centered around a variety of #uestions 7see Appendix C', ranging from their national publication choice to their involvement with Forgotten VoicesD participant responses enabled the team to gain a better perspective of these sta(eholders" nterviews lasted approximately )<6E< minutesD the team then analy-ed interview transcripts to discover emerging themes within the information collected" 9nfortunately, delayed participant responses regarding scheduling interviews and timing coinciding with the 1han(sgiving holiday prevented the team from successfully reaching all of the anticipated interviews" 1he interviewees that responded and participated in this study are as follows%
X X X X X

Su-anne !aniel 1im Engle Jon Seltenheim @eigh Vic(ery and Fred Smith !eb 0ierson

0lease review the discovered themes below" FReal Stories'

X

0eople don,t want the stereotypical Fwe need your helpG story" 1hey want to hear the true, difficult situations that real people face" nclude Fhard data, not *ust a tug on people,s emotions"G

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0ersonal stories include what is actually happening with 3yan Leith and?or Forgotten Voices 7i"e", if Forgotten Voices is at a conference, meeting supporters, or learning something new, then it should be posted on social media via short posts, videos, images'"

$Inspiring Stories'
X

0eople want to be able to wal( away with hope" 1hey want to (now that Forgotten Voices is helping people overcome their struggles" Communicating results inspires additional engagement and support"

$Ho, .our Contri)ution Can !ake a Difference'

X

0eople want to (now how their money is being invested, but also how it is having a positive impact on others" 5hen ma(ing donation re#uests, include Fhard evidence and statistics, personal stories, visualsG 7i"e" photographs or videos'"

$/reatest &ccomplishments'
X

:utside parties want to see the progress Forgotten Voices has made 7i"e", progress of then versus now, the early days versus the present day'"

$*inancial Situation'
X

Supporters want to (now the needs of Forgotten Voices, financial situations of people in Africa, and an overall summary of the organi-ation,s financial situation" 1ransparency about current financial needs will help ma(e the organi-ation,s case"

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$0isual &ppeal'
X

0eople want to hear about the impact of Forgotten Voices through aesthetically pleasing materials" F0hotographs are a big thingD people that are impacted by the disease or problem and?or Ypictures ofZ those volunteering to help with those issues"G 0eople li(e to see what is actually being done to help"

$Communication !ediums'
X

1his demographic would prefer receiving financial communications via newsletter and email" 1hey also prefer receiving progress?fun communications via blogs and social media posts"

/ecommendations 8ased on the prominent themes above, the following recommendations will allow Forgotten Voices to use the team,s collected information to inform future communication and solicitation strategies and practices" f Forgotten Voices already is implementing some of these ideas, consider how to strengthen them in light of the discovered themes" &" Send out a monthly?annual newsletterD (eep it concise, but personal"
X X

Send to investors, homes Aighlight one specific, authentic, or inspiring story about what is currently impacting Forgotten Voices 7i"e", child,s story, organi-ation,s standing, fundraisers'

nclude brief information on the financial standing and how investors can get involved F0ersonal story and good visualsD clean not too crowdedG

Some investors prefer receiving newsletters electronically" t may be a good idea to survey the current investor list to determine preferenceD investors could then be segmented to receive the newsletter according to their choice"

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)" Establish strong, personal connections with potential investors

X

Capturing investors, attention is Fnot based on any communication" 4o form of communication ma(es any difference in personal giving" 0ersonal connection already establishedG is crucial"

Success of Forgotten Voices, communication audience is found in having a personal interest in the organi-ation

+" 9se social media to communicate with investors" 1witter, Faceboo(, and email are primary platforms"
X X X

1witter% to provide news information Faceboo(% personal articles?news 2a(e posts uni#ue because Forgani-ations, information blends togetherG

/" 9se print and broadcast media such as Christianity 1oday, 3elevant, Auffington 0ost, Chronicle of 0hilanthropy
X X

Finance, philanthropy, politics, or religion articles F5e read for people instead of reading for ourselvesG""" F5e read to pass along information to others"G :nline streaming, podcasts, 0andora, [2 radio

Messiah College Department of Communication

Appendix A% 2edia Lit

&" 4ews 3elease )" Social 2edia 3elease +" Fact Sheet /" !istinguished 3ecognitions >" 8iographies of Ley 0layers E" 0ast Foundation and Jrant Support @ist N" Email 0itch @etter

Messiah College Department of Communication

Appendix 8% 2edia !atabase

Messiah College Department of Communication

Appendix C% nterview 0ieces

*orgotten 0oices Communication Inter ie, *all 1234

Confidentiality Statement

1his statement serves as indication of my willingness to be interviewed by a Forgotten Voices volunteer regarding the organi-ation,s communication practices" understand that if at any time, do not wish to answer a #uestion, may merely so state and move on to the next #uestion" also understand that my answers will in no way be associated specifically with my name, but may be presented to Forgotten Voices staff and leadership as part of an aggregated data set"

\\\\\\\\\\\\\\\\\\\\\\\\\\\ 0rint 4ame

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ Sign 4ame

\\\\\\\\\\\\\\\\\\\\\\\\\\\ !ate

Messiah College Department of Communication

Forgotten Voices nterview Email Script

Sub*ect @ine% nterview with Forgotten Voices

!ear \\\\\\\\\\\\\\\%

3yan Leith from Forgotten Voices has suggested you may be willing to tal( with us regarding non6profit communication methods and messages, and particularly those used by Forgotten Voices" am hoping to set up a phone interview with you between now and 1han(sgiving, and would need approximately +<6/> minutes of your time" 5ould you be able to fit this into your scheduleT f you are able to do an interview, *ust need you to please complete the confidentiality statement that ,ve attached to this email" Bou can simply sign with an electronic signature and date it, and then email it bac(" :3, you could print it, sign it, and mail it directly to Forgotten Voices, &)&> Jettysburg 0i(e, !illsburg, 0A &N<&= 9SA loo( forward to setting up a time to spea( with you" am a senior public relations?communication ma*or at 2essiah College volunteering with Forgotten Voices, so will *ust need to wor( around my class schedule" 0lease email bac( with some times that might wor( for you, day or evening, and will match those to my schedule and respond with an interview time" 1han( you very much for your willingness to help us out" Lind 3egards, \\\\\\\\\\\\\\\\\\\\\\7name' Forgotten Voices Volunteer

Messiah College Department of Communication

5ey Though %eader Inter ie, Protocol Script ,m calling today on behalf of Forgotten Voices, a non6profit organi-ation providing resources to care for orphans in southern Africa" As Forgotten Voices launches its new approach towards innovating orphan care, we are trying to gain a better understanding of the (inds of things followers and supports of Forgotten Voices or similar non6profits value" 1han( you for your willingness to help us out by answering a few #uestions" 666666666666666666 see you completed the confidentiality statement and consent form" 1han( you very much" :3 Aave you received and filled out the confidentiality statement and consent formT f so, could you please 7email or fax' that bac( to usT 666666666666666666666666

1o help me ta(e more complete notes on our conversation, ,d li(e to record this interview" Aowever, 0A State @aw re#uires that as( your permission to record" s it all right to record this interviewT 75hen they respondV' If yes% :(ay, ,m turning on the tape recorder now, and must now as( again for the recorder" s it all right to record this interviewT If no% 1hat,s fine" will ta(e notes as we tal(" 4ow let,s begin" 0lease remember that there is no right or wrong answer to any of these #uestions" Bour responses will be valuable in helping Forgotten Voices as we move forward with future communication plans" 1hese first #uestions will focus on your engagement with media in general" &" 5hat national publications and print media do you regularly readT 0robe% 4ewspapersT 2aga-inesT !o you read Christian maga-inesT 5hich onesT 0robe% 5hat types of stories do you appreciate reading mostT )" 5hat broadcast media do you engage withT 0robe% 1elevisionT 3adioT :nline streamingT +" 5hat is your involvement level with social mediaT 0robe% 5hat platforms do you engage with the mostT Faceboo(, 1witter, nstagram, 0interest, Email, Bou1ube, etc"

Messiah College Department of Communication

0robe% Aow fre#uently do you engage with these platformsT !o you follow Forgotten Voices on any of these platformsT 0robe% 5hich platformsT 0robe% Aow fre#uently do you chec( on Forgotten Voices, social mediaT 0robe% 5hat types of posts, tweets, pins, etc" catch your attention the mostT 0robe% Aave you ever shared, retweeted, or repinned any Forgotten Voices social media postsT 5hich types of postsT @et,s focus our next few #uestions on your preferred communication and engagement with non6profit organi-ations" &" 5hat methods of communication do you prefer when hearing from non6profit organi-ationsT 0robe% For example% 4ewsletters, Emails, @ettersT )" 5hat non6profits capture your attention or receive your supportT 0robe% 5hat is it about these organi-ations that interests youT +" 5hat aspects of these non6profits, communication have grasped your attentionT 0robe% 5hat specific visual or textual details were especially effectiveT /" For donation6based re#uests, what communication messages are most effective in motivating you to move from engaging with an organi-ation to supporting them financiallyT 0robe% facts and statisticsT stories and anecdotesT othersT 0robe% 0lease share any examples of the types of communication messages that you find most effective in prompting you to ma(e a gift" >" After you,ve made a gift, what communication methods and messages do you find most effective in helping you to understand the impact or outcome of your giftT 1hese final #uestions are centered on your experience with Forgotten Voices, specifically" &" n what ways have you supported Forgotten Voices in the pastT 0robe% VolunteerT Financial supportT Sharing Forgotten Voices, information and story with othersT )" n what ways has Forgotten Voices communicated with you successfully in the pastT 0robe% 5hat communication methods from Forgotten Voices have not been effectiveT 0robe% 5hat can Forgotten Voices do better when it comes to communicating with youT +" 5hat communication messages from Forgotten Voices are most interesting or helpful to youT

Messiah College Department of Communication

0robe% Stories from the field, financial information, donor examples, volunteer opportunities" specific needs, otherT /" 1hose are all the formal #uestions have, but perhaps there,s something more you would li(e to share" 5hat haven,t as(ed about that you thin( is important for me to (now with regarding Forgotten Voices, communication methods and messages, or non6profit communication in generalT

1han( you again for participating in our interview" f you would li(e a brief summary of the results from our interviews, you can contact Latie via email at ((ep(oWforgottenvoices"org"

Messiah College Department of Communication